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T

There is an ampersand
symbol (&) in Antea

Social's logo, which is made

to represent that 'Antea'

can also mean you, me '

and(&) tea.
When new tea drinks such as HEYTEA came to Sin-
gapore, orient tea was in the spotlight again. Nurtured in
the culture of specialty coffee, Singaporeans began to explore
the forms of specialty tea.
“I felt frustrated with the tea choices I had, especially
when I go to cafes and most of them serve the same options,”
said Jolene. Back then, this situation hindered her from the
desire to develop professional tea knowledge. A journey to
Taiwan got her to know a local tea maker whom she works
closely with now. He brought her to plantations and factories
to learn systematically about the tea making process.
Jolene believes that tea brings people closer together, The teahouse of Antea Social is always elegant
which was proved by her encounter with the tea maker in and tranquil with a light pink hue and round lights and
Taiwan. “We share a pot of tea, chat, and are fully present windows. Here, customers can select single-origin teas
in each other’s company,” she said, which was also the rea- which are also sold online, and appreciate tens of special
son why she started Antea Social. tea drinks compounded with butterfly peas, lemongrass,
The story behind the name ‘Antea Social’ is a question camomile, verbena, etc.
that Jolene gets asked very often, which is one main reason “The experience a customer gets in our teahouse
why she chose this name. In a new environment, how com- is something that we focus a lot on. We hope to make
fortable it depends greatly on how to start a conversation. the entire tea experience more inclusive and enjoyable
Her brand advocates meaningful conversations and this Antea Social is currently working with seven tea mak- for the customers,” added Jolene. “They are usually
question is a perfect conversation starter. People’s curiosi- ers and farmers so as to directly pick teas, sell single-origin excited to pick their own teacup and indulge in a little
ty also rests on their exploration of tea, or on the relation teas, and provide a private sourcing service. Compared with tea ceremony.” Antea Social gets customers more in-
between people and tea represented by the ampersand other Singaporean tea brands that sell tea bags but deprive volved in the atmosphere of the teahouse and the
symbol (&) in the logo ‘&Antea Social’. of tea culture and history, Antea Social introduces tea ex- exchange environment of its brand, rather than just
perience and life philosophy into the process of tea drinking. carrying out a transactional process.
Break the Barriers in front of Tea
Calm to Catch Pace of Life Growth on Localization and Dissemination

As a contemporary teahouse, Antea Social embraces
both traditional and modern. When Antea Social began its Jolene called herself a huge fan of the slow life when “We think of our space as a place where guests
online business, Jolene decided to break young people’s introducing the experience mode of Antea Social. “I love can be comfortable exploring and enjoying the tea
stereotypes about tea. “I love traditional teas but I also re- to take time to appreciate little moments in life and sim- experience even if they have no knowledge about it,”
alize that it may be difficult to introduce these traditional ply be grateful for what we have. This is also what I would said Jolene. Traditional teahouses can sometimes be
teas to a younger audience as these teas are usually deemed like to convey through Antea Social, to encourage people a little intimidating, creating a sense of distance. Antea
as more ‘old-fashioned, old people’s drink’ etc,” explained to find pockets of time to make a cup of tea and simply Social decided to change this situation. They package
Jolene, “so I wanted to build a modern tea brand which be present in that moment.” teas in a more modern and fashionable way and pres-
showcases different traditional and single-origin teas. ” Therefore, Jolene insists that the collection packag- ent the teahouse as a relaxing space where people can
Its Signature Collection teas completely carry out her ing and store design is done all by her team. Design, really enjoy a slow life. Tea culture is thus spread
visions. Jolene and a Taiwanese tea master use a new method different from that of traditional tea or new tea drinks, through treating guests and offline activities.
of infusing scents into oolong teas hand-picked from high is an important aspect of their brand as it adds to the Besides willingly asking staff questions about tea,
mountains to get different aromas. The method is loosely based whole experience and helps convey their message of social customers can participate in all kinds of workshops to
on the traditional way of scenting tea with jasmine flowers. and slow life. get more professional experience.

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